Direct Mail Trends
As the world becomes increasingly more online, it’s fair to wonder if print still has a place in communication and fundraising.
The short answer? YES!
Recent research continues to show that direct mail remains one of the most effective ways to reach and engage donors.
Nonprofit leaders report that direct mail plays a valuable role in overall donor engagement, fundraising, and new donor acquisition.
Campaigns with personalized messages often see significantly higher response rates than digital-only approaches.
Why It Matters
Why? Print offers something digital can’t easily replicate: a tactile, distraction-free experience.
Holding a piece in your hand creates a deeper connection and stronger memory than doom scrolling past yet another message on a screen.
Even more powerful is when print and digital work together. Studies show that campaigns combining the two channels can see response rates more than double compared to digital alone.
Eliminating print altogether could leave potential donors unreached, particularly those who prefer physical mail or feel a stronger sense of trust when receiving something tangible.
There’s also a practical case to be made: a 2024 industry study found that 84% of marketers say direct mail delivers the highest ROI of any channel they use. Forecasts show modest but steady growth in direct mail investment over the next several years.
Next Steps
Research shows print remains one of the most trusted and effective tools for donor engagement, especially when combined with digital.
Our recommendations:
- Keep print in your mix. It continues to reach audiences who might not engage as much online
- Use print for high-impact moments. Stewardship pieces, special appeals, and anniversary mailings are perfect for physical touchpoints
- Integrate with digital. QR codes, web links, and app connections make print a gateway to deeper engagement
- Test and measure. Track response rates and compare print to digital to see what resonates most
As ministries steward every message, medium, and dollar, a thoughtful balance of print and digital remains one of the most effective ways to reach hearts and sustain relationships.
How are you balancing print and digital in your ministry communications?
Robyn Roste
Media Manager | robyn@eaglecom.ca